Ottawa Senators
July 2019 - September 2020
A few of my favourite campaigns and initiatives after a year with Ottawa’s team.
#4EverASen.
Only the second Senators player in the modern era to have his number retired by the team, the retirement of Chris Phillips’ #4 was a historic moment for the franchise and our marketing team. As the marketing lead for the project, I was responsible for the campaign’s look, deployment plan, and fund management.
Web Design.
The main hub of the project was the campaign’s landing page. The page was used as a medium for the different functions of the organization to promote their key messages (i.e. ticket promo for Sales, giveaway info for Fan Engagement).
Campaign Management.
Due to the significance of the event, the #4EverASen campaign was one of the largest of the year for our Marketing Team in both reach and spend. The campaign featured ads on digital, social, print, email, radio, and in-game.
Hockey Fights Cancer.
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
A NHL Initiative.
The Hockey Fights Cancer campaign is an annual league-wide initiative. The NHL provides support for marketing assets including logos, colour palettes, and creative to be used in each member club’s campaign. As a result, marketing materials were sent back to league office for approval before pushing to market.
Campaign Oversight.
As the marketing lead for the event I oversaw the campaign plan, working with internal and external stakeholders to push creative across different mediums. For this project, we spent heavily with our external stakeholders to try and tie the goodwill of the event to the Ottawa Senators brand.
Hockey for Her.
It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more. Or maybe you have a creative project to share with the world. Whatever it is, the way you tell your story online can make all the difference.
The GIST.
The entire event was in co-partnership with The GIST, “a sports media startup that creates sports content, experiences and community that are by women, and for all sports fans.”
Event Lead.
As the lead for the event, I oversaw all event logistics including; room audio/visual, developing ticket packages through FEVO (ticketing partner), and communicating with all attendees pre-and-post event.
Marketing Campaign.
I was responsible for all areas of promotion, which included sharing the event on social, digital, with social influencers, and email.
Other Projects.
Black History Month.
Selected as one of the primary campaign support teams by the league, the Senators partnered with, Black History Ottawa, the Ottawa Senators, and the U.S. Embassy have to promote Black History month. The celebration also commemorated the anniversary of the Coloured Hockey League with a group of events planned for the first week of February.
As the marketing lead for the campaign, I oversaw all external and internal promotion of the campaign which included working with the NHL and our internal Fan & Community Team.
Country Night.
Last season’s second most successful theme night in terms of sales and campaign reach, Country Night presented by Pure Country featured a live performance by country band, The Reklaws.
Working with Bell Media and Universal Music on all campaign properties, as marketing lead I ensured that all material was on brand and that the campaign exceeded committed reach.
Unique Ad Spaces.
New for the 2019-20 season, I was able to influence our out of home media spend to new and unique ad spaces.
Our out of home spend for the season included ad space in some of Ottawa-Gatineau’s highest traffic areas.
Ottawa International Airport- Mural in Arrivals Terminal
OC Transpo Bus Back Campaign- 4 month campaign
Gatineau Buck Back Campaign- First ever QC transit campaign from the organization
Campus Advertising- Student campaign advertising at all transit shelters on UOttawa, Carleton, and Algonquin campuses